What we stand for

Welcome to ASHA, where vibrant prints meet effortless chic, designed for the free-spirited, confident adventurer. ASHA is a celebration of individuality, wanderlust, and conscious design.  

The vision behind ASHA

Founded by Tasha Ghouri, TV personality, campaigner for the Deaf community, and loves fashion. Tasha is renowned for her impeccable style. As a buyer of Fashion herself Tasha saw a gap in the market: Holiday wear that was bold, affordable, empowering AND can be worn not just on holiday. Drawing from her own love of travel and fashion, she envisioned a collection that combined eye-catching prints with timeless versatility. Pieces that inspire confidence while standing the test of time.

For the bold and the free

ASHA is more than just a brand, it’s a mindset. It’s about feeling confident, free and unapologetically yourself. Our prints are inspired by adventure and designed to stand out, made for those who want to embrace every moment and express who they are. From statement swimwear to effortless dresses, every piece is created to make you feel confident, empowered and ready for wherever life takes you.

A fusion of fashion and growing responsibility

With a passion for making clothes last longer, Tasha ensured that ASHA is rooted in responsible design. Our pieces are designed and crafted with care, and not mass produced. We also, where possible, use high-quality recycled fabrics made from plastic bottles and fishing nets, and thoughtful construction to reduce waste and encourage longevity. 

Join us on this journey, where fashion meets purpose and every outfit is a celebration of you.